Augmented reality aims to place 2D and 3D objects in real time in the user’s environment. It is a technology that evolves very quickly, until recently the superimposition of elements was only possible on a moment already captured instead of real time. Augmented reality is becoming a necessary tool for the development of a company, especially for the omnichannel strategy. Currently, there are two ways to integrate augmented reality into a company’s strategy: In the Web or AR mobile applications.
In general, the most downloaded and used applications are social networks, games, news / sports. Users spend 80% of their time on their top 5 applications, often these applications are social networking giants. This means that you are competing for about 20% of the users’ time.
In addition, each year hundreds of thousands of applications are launched, it is difficult to find a place in a saturated market. The difficulty of an application therefore lies in the ability to generate downloads. In addition, users are demanding quality content of the applications and about 35% of applications are deleted within a few hours of installation. While a website is accessible from a phone without the need to download the application and updates inherent to the website.
So what is best? Web or Application based AR?
Developing an application represents a significant investment. An application download can be considered as a user commitment, which also allows to collect data and provide customized offers. In addition, an application is more flexible because it is tailor-made to meet the customer’s needs. An application integrates various tools such as geolocation, targeted promotional offers, adding an AR experience to this set of tools improves the customer experience and differentiates itself from the competition.
The website approach makes access to AR technology instantaneous and is useful for the products offered on the site. An application offers a more qualitative experience, thanks to better support for depth, brightness and distance. Among other things, the applications offer great flexibility to creators, since they are based on three pillars: creativity, contextualization and connectivity, allowing a quality experience for users. The biggest limitation of the Web AR is the mapping which is less efficient than that of applications, which does not make the experience less interesting and efficient, since it is accessible to a wider audience.
When choosing between Web AR and mobile AR application it is more about the use case scenario than anything else. For daily use, it is preferable to promote applications to disseminate AR models, as well as for games, and experiments that require accurate and high quality modeling. While for occasional use, it is preferable to use Web AR, which will allow better dissemination and sharing via social networks. The Web AR is mainly used for selling goods online and packaging a better product presentation.